餐饮业文化营销应用研究.rar

摘要：21世纪，文化已逐渐成为推动餐饮业发展的强劲动力，人们越来越期望获得更多的附加体验，消费者用餐既要满足生理需求，又要满足心理需求。餐饮业竞争也越来越激烈，这就要求餐饮业内在的文化得到进一步提升并完善，即餐饮文化必须适应消费者的文化心理需求，能够与消费者产生强烈的文化共鸣，从而在市场竞争中拥有较强的竞争优势。本文阐述了文化营销的内涵及特征，分析餐饮业市场发展现状及实施文化营销的意义，揭示了餐饮业实施文化营销出现的问题，提出从产品和服务、品牌、市场细分与产品定位等方面的文化营销策略，力求挖掘餐饮文化特色与内涵，取得差别竞争优势，让餐饮企业与目标消费者之间共享文化愿景，以达到导向、沟通、凝聚和反馈的目标，塑造一种企业全体员工所认同的价值观，最终推动餐饮业文化营销的有效实施，从而进一步增强餐饮企业的综合竞争力。

关键词：餐饮业；餐饮文化；文化营销

Abstract:In the 21st century，culture has become a strong driving force in promoting the development of catering industry，people expect to get more additional experience increasingly，consumers not only  want to meet the physical demand，but also the psychological demand。The competition in catering industry has become more and more fierce，it requires the catering industry to enhance and improve cultural in internal，exactly，the culture of catering industry must adapt to the psychological needs of consumers，it can make a strong cultural resonance with consumers，then it can have a strong competitive advantage in market competition。In this paper ,we describe the cultural connotation and characteristics of the marketing，analysis the significance of the catering market development and implementation of cultural marketing，reveals the problems in the implementation of cultural marketing，list cultural marketing strategy from the products and services，branding， market segmentation and product position，seeking to tap the features and content of the food culture，obtain a different competitive advantage，shared cultural vision between the catering companies and the target consumers，in order to achieve orientation、communication、cohesion and feedback target，shaping a value ​​that can be recognized by all employees of an enterprise，ultimately promote the effective implementation of the cultural marketing of catering industry，further enhance the comprehensive competitiveness of the catering industry。

Keywords: catering；catering culture；cultural marketing